Client: Newell Brands Canada
The pressing issue of lunch shaming impacts 26% of Canadian children, disproportionately affecting BIPOC and newcomer communities. In response, Sistema partnered with Rainbow Plate to launch Love Your Lunch Day, a movement championing food inclusivity in schools. By spotlighting the real stories of affected children and leaning into key opinion leaders, the campaign brought the issue to life through a powerful short film, earned media, educational resources and a petition to have Love Your Lunch Day officially added to school calendars. The initiative sparked a national conversation, inspiring change while deepening Sistema’s brand connection with consumers. With a modest budget of $55,000, the campaign delivered significant results: a boost in sales, heightened brand love, and meaningful national recognition.
